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AmorePacific Makes a Millennial Play

The Essential Creme Fluid, targeted at younger consumers, is a Sephora exclusive.

AmorePacific is the latest high-end skin-care brand to make a play for Millennials.

The Seoul-based line — the namesake brand of parent company AmorePacific — is introducing Friday, April 7 its Essential Creme Fluid, a lightweight product designed to deliver the benefits of a cream in a fluid-like texture.

Giovanna Coluccio, senior manager of marketing for North America, maintains that the fluid-like texture of the crème was inspired by traditional fluids in the Korean beauty market, which are used to “pre-hydrate” before applying moisturizer, said to further lock in moisture. She called the Creme Fluid a “new category of moisturizer” — a product that offers instant hydration on the surface while providing moisture deep down, without the heavy feel of a cream.

“We’ve all been trained to think that [moisturizers] need to be heavier, thicker and richer to be better,” said Coluccio. “The Creme Fluid is where things change — it instantly absorbs and delivers hydration and moisture.”

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The formula is made from a combination of 150 of AmorePacific’s signature baby green tea leaves for antioxidant benefits and a proprietary emulsion technology said to deliver a lightweight feel and fast-absorbing results.

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The price — $98 — is on the low-end for an AmorePacific moisturizer — the antiaging Future Response Age Defense crème, for instance, is $195. And that’s on purpose. The brand has seen success with its Sephora business, said Coluccio, particularly with the Millennial shopper, and Creme Fluid is an effort to appeal to that demographic with a lower price point and antiaging language.

“Creme Fluid is a Sephora exclusive, and was brought here with the Sephora customer in mind,” said Coluccio, who waved away industry complaints that Millennials and younger consumers aren’t buying into skin care. “We see her trying new, different textures and she loves K beauty. I met with a 22-year-old girl yesterday went through her regimen, and it was two-and-a-half pages long.”

The Creme Fluid launch is in tandem with a facelift to AmorePacifc’s gondolas at Sephora. Rolling out this month are new, branded green and gold fixtures equipped with three-dimensional effects showcasing the brand’s Korean heritage and green tea story. “We’ve seen in department stores how that vision comes to life, and we wanted to bring that to Sephora,” said Coluccio.